Be careful, though. The average person knows nothing about Demon or Durango SRT, and only passingly of Hellcat; they are totally oblivious of 707 or 475 HP. For Dodge to change perceptions, it needs three things: Models in core segments that represent and embody the brand promise. In the US this means a midsize sedan, a compact sedan and a compact CUV. Right now, Dodge has no midsize sedan, just lost its compact sedan, and its compact CUV doesn't represent or embody the brand promise A lineup of core and peripheral models that work together to shape brand perceptions. Audi's success was in no small part due to this: everything from A3 to R10 looks, feels and behaves like an Audi inside and out. When you have everything pulling together in one direction, you avoid confusion and help crystallize your brand in consumers' minds. Dodge models, from Journey to Viper are a hodge podge of designs, segment aims and performance roles. Deliver competent levels of quality, safety and value. Dodge is not going to get traction, even if it gets models in those three segments, until it is seen to deliver on quality, safety and value. Hellcat is an impressive feat but, to the average buyer, it is irrelevant as proof of Dodge quality, safety or value. The same is true of Viper and SRT. There are ways for Dodge to use performance as proof of quality, safety and value, but it is not creating those connections at the moment. For instance, Audi tied attention to detail in design, craftsmanship in materials, fit and finish to quality, and German engineering and innovation to safety. Subaru tied capability and durability to safety and quality. Likewise, Dodge needs to tie performance to higher, more meaningful consumer needs.